Facebook makes it easier to create and track ads on its platform

Yesterday, Facebook announced
a series of changes
 to its ad buying and reporting tools which will make
creating and tracking ads on its platform easier.  Here’s how:

Creating objectives: 

The ad creation process will now begin with defining an objective, instead of choosing which ad unit to buy. All measurement of activity related to the ad will be tied to that objective, making the process clearer and more streamlined. Facebook already has a menu of objectives for an advertiser to choose from. Options include:

  • Clicks to Website
  • Website Conversions
  • Page Post Engagement
  • Page Likes
  • App Installs
  • App Engagement
  • In-store Offer claims
  • Event Responses 

 Tailoring ads and location:

Previously, Facebook chose where to display ads, using its own algorithm to determine where they would have the best visibility. In addition to that, now marketers will be able to choose where their ads appear, and tailor them according to the location, whether it’s in the mobile NewsFeed, desktop NewsFeed or right-hand column. Here’s Facebook’s example for location tailoring, “A marketer looking to drive traffic to their website can now place a
desktop ad with a link to their full desktop site, and a separate mobile ad
that links to their mobile site.”

Measurement tied to objectives: 

Analytics will now be tied to the stated objective of the ad. The Ads Manager feature will now show a graph that displays the number of times the objective was met and the cost per stated objective. This makes the marketing effort more relevant, with accurate numbers about the success or failure of a campaign. 


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